A click is not a lead

Expanded analytics for ProGarage Car Spa using GTM, GA4, Google Ads and Microsoft Clarity: from service and portfolio visibility to form measurement based on a submission-success signal.

Measuring services, portfolio and contact

We expanded and organised the analytics setup for [ProGarage Car Spa](https://progaragecars.pl/), covering how visitors explore detailing services, browse completed work and move towards contact. In Google Tag Manager, we corrected the rules used to measure enquiries in Google Analytics 4 and Google Ads. We added Microsoft Clarity and events describing use of the offer and the form.

We matched the measurement model to a website where descriptions of PPF film, ceramic coatings and paint correction connect with a portfolio and invitations to consult the studio.

A lead after a success signal, not a click

Measuring an enquiry required recognising a successful submission and separately describing attempts that ended in an error. At the same time, analytics needed to reflect the path towards contact: learning about the scope of vehicle protection, viewing the results of work on specific cars and choosing where to start a conversation with the studio.

Preserving the context of each action was important. Contact buttons appear in different places: at the beginning of a service description, next to a package and at the end of a page. Evaluating those placements requires information both about whether a button was seen and whether it was clicked.

Context from the offer to the form

We configured the collection of events describing button visibility, selected sections and scroll depth. Visibility measurement requires at least half of the marked element to remain visible for one second. Section identifiers distinguish reaching packages, the work process, completed projects or the final invitation to contact.

Clicks carry the type of action, the button placement and the service context. The scope also covers opening specific completed projects and selecting portfolio filters. This makes it possible to analyse how interest in a service relates to viewing examples of completed work.

For the form, we separated the start of completion, errors and the submission-success signal. We also included where the form was opened: the contact section on the homepage and two locations on the contact page. Errors were divided into field validation, server response and connection problems.

The enquiry event passes through an identifier check and protection against sending the same event again. This validated event then triggers the relevant GA4, Google Ads and Clarity tags. The enquiry identifier is also passed to the Google Ads form-conversion tag.

Analytics for the path to enquiry

ProGarage Car Spa received an expanded analytics setup connecting content visibility, interest in services and completed work, and the successive stages of contact. Enquiry measurement is based on the submission-success signal, while user actions retain the context needed to interpret them.

This created a basis for assessing which parts of the offer visitors reach, which buttons they choose and where difficulties appear in the form. That scope of measurement supports further work on how services are presented and on the path leading to an enquiry about vehicle protection.

See the ProGarage Car Spa website

Explore the service offer, completed-work portfolio and the different points where a visitor can start a conversation — the interactions covered by the expanded measurement model.

• Visit progaragecars.pl